One of the designers who made it happen

How Chef-Todd-Mohr started their other graphic design journey

Company name

Overview

Chef Todd Mohr has 200 internet cooking videos, attracting more than 600,000 views to date. The unique philosophy, cooking without recipes by understanding basic cooking methods, has led to a complete cooking instruction system delivered via e course. This DVD is the introduction to this revolutionary cooking philosophy as it reveals the 5 biggest discoveries chef Todd has made through culinary school and 12 years of professional experience, including teaching culinary. These discoveries have already helped thousands learn how to cook quickly and easily and are aimed to teach home cooks how to cook like a chef at home.

Tell us a bit about who you are and the people you reach

Primarily: home cooks who are serious about learning to cook.
Other markets: culinary students
those cooking professionally who never received formal training

Requirements

The #1 goal of this cover art is to sell the DVD, by making the audience feel they have to know what the 5 secrets are.

Verbiage on the cover should be brief and really highlight the title: The 5 Best Kept Chef Secrets - (smaller subtitle: for creating amazing meals at home!) I am open to better copy writing on this title, but that is the major theme. The main benefit to getting and viewing the DVD is to learn 5 secrets that Chef Todd learned in culinary school (and through professional practice) that chef's know. Not knowing these secrets is what has held home cooks back and separates them from their best cooking.

Other benefits that can be featured on the cover:
title: The 5 Best Kept Chef Secrets subtitle: to becoming a great cook at home

I like the bullets but this copy would better explain the benefits:
Improve your cooking immediately
Get the confidence you need in the kitchen
Change the way you think about cooking forever!

Chef Todd should be positioned as an authority/expert in the field of cooking as well as somebody with a friendly, inviting teaching style that makes it easy for anyone to learn from him. The audience needs to feel confident that the 5 secrets will change the way they've looked at cooking in the past and lead them in a new direction for guaranteed success.